ICC Men’s T20 World Cup 2024: Are advertisers more inclined towards CTV?
The tide appears to be turning for the ICC Men's T20 World Cup 2024, which initially had a slow start. The digital space is emerging as a saving grace. Media planners say that Connected TV (CTV) has become a hotspot for brands, with its inventory now completely sold out. Industry sources share that the tournament is exceeding expectations in digital advertising, outpacing other media. This success is largely driven by the surge in demand for Connected TV (CTV) and mobile platforms. In a smart move, Disney+ Hotstar, the official streamer, has made the tournament free on mobile, significantly expanding its reach and viewer base.
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According to Shradha Agarwal, Co-Founder and CEO, Grapes, the demand for CTV is on the higher side, considering that it provides the brands liberty and flexibility to tap a large audience base at a given point of time.
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“Driving optimal results, CTV is highly preferred by the brands and advertisers for its ability to enhance the visibility, and at the same time, develop better engagement with the audience,” she shared. Agarwal, however, added that advertisers need to come up with better strategies to maximise their output. Disney+ Hotstar has reportedly sought a CPM of Rs 480 for ROS (pan-India) on CTV for the entire tournament, while Tier 1 targeting commanded Rs 640 CPM. For India matches and playoffs, the rates are Rs 1050 CPM and Rs 1280 CPM, respectively. Meanwhile, mobile advertising is commanding an effective CPM (eCPM) below Rs 100. A senior media planner share that advertising prices change based on demand and the client. Sources share that CTV rates for some matches and cohorts are around Rs 645 CPM. Closer to the matches, advertisers are getting slots for Rs 550 CPM as well. The spot rates on digital are between Rs 15 lakh and Rs 22 lakh for India matches. In addition to CTV, mobile inventory too is gaining traction for various reasons. Firstly, the tournament is streaming for free on mobile devices, making it more accessible to users. Secondly, advertising on mobile tends to be more cost-effective compared to CTV, making it an appealing option for advertisers looking for maximum results from their budget. “Brands are inclined towards both CTV and mobile. Though the later one is a more feasible option for the brands because the costs are lesser and they can get more impressions. CTV is majorly consumed by brands who want to target a semi-premium audience,” said a media planner. He noted that advertising preferences, CTV or mobile, depend on the campaign. However, this time, CTV has been sold out because of lower inventory as number of matches are matches are lesser. Samir Chaudhary, CEO and cofounder of The Media Ant, mentions that the demand for CTV is higher as brands need to reach a premium set of audience. “CTV gives good visibility and brand messaging is conveyed. Hence, the demand is higher,” said Chaudhary. As earlier reported by exchange4media, Disney Star has kept the rates for the ongoing ICC Men’s T20 World Cup 2024 almost same as the previous season. In fact, they are almost the same as the ICC Men’s World Cup 2023 as well. Media planners have pointed out that IPL 2024 offered cheaper advertising rates compared to the T20 World Cup. This is primarily because the IPL featured higher number of matches, thus providing more advertising inventory. Meanwhile, Agarwal mentioned that the viewership for ICC Men’s T20 World Cup 2024 has been lower compared to the IPL. This is majorly due to factors such as time difference and cricket fatigue. However, considering that cricket is the most celebrated sport in the country, Agarwal believes that the viewership will gain momentum with time. The most anticipated encounter of the tournament, the India- Pakistan clash, touched 2.9 crore peak concurrency on Disney Hotstar, as compared to 3.5 crore viewership in ICC Men’s World Cup 2023. However, it is higher than the T20 World Cup 2022. According to reports 1.8 crore viewers tuned in to watch India-Pak match on Disney+ Hotstar. However, experts suggest that the viewership would have got impacted due to the change of the timing because of rain. This season of the world cup has 55 matches with 20 teams. So far, India has won three matches played against Ireland, Pakistan and USA. For more updates, be socially connected with us on
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Tags : Ctv Disney Hotstar Icc Men S T20 World Cup 2024 Cricket Digital Marketing